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Marketing Campaign Of Park Plaza Hotelaileensoul.com/article/marketing-campaign-of-park-plaza-hotel

Part#1: Direct Marketing Evaluation

Selected Direct Marketing Campaign: Marketing campaign of Park Plaza Hotel

The purpose of a Direct Marketing Campaign

The primary objective or purpose of a direct marketing campaign is to improve marketing

of a product or a service on a specific group or target market. The direct marketing

campaign is done in response to communication actions of marketers. The major

objective or purpose of the direct marketing campaign of Park Plaza Hotels and Resorts is

to sell first destination as an important part of its London Revealed Campaign. Therefore,

Park Plaza Hotels and Resorts created a content-packed website along with a magazine in

this regard that is distributed in all its rooms with a primary aim to attract its visitors

towards top attractions of the city (Gilliland, 2019).

Target Audience

The major target audience for Park Plaza Hotels and Resorts in terms of its direct

marketing campaign is its valuable customers. They can be of any age, with any income

range, habits, occupations, and attitudes. Simply, it is right to say that Park Plaza Hotels

and Resorts wants to promote and to market its new services to all its customers who

come and stay in its hotel rooms. The hotel distributes magazines in this regard to attract

people staying in these rooms. In the same manner, Park Plaza Hotels and Resorts targets

international travelers through its direct marketing campaign (Gilliland, 2019).

Its marketing campaign is connected to its websites and it is attracting travelers to plan a

trip to the UK. The website shows interesting and must visiting places to the international

travelers in the first place and then it draws them back to its hotel’s website that offers

various services to its visitors. The major aim of this strategy is to improve rating of its

London Reveal website along with traffic on this website.

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Promise of the Advertisement

The major promise of advertisement by the Park Plaza Hotels and Resorts is benefits to its

customers along with advertising major products and services of the hotel in the market.

Park Plaza Hotels and Resorts won the best hotel marketing award in 2018 that was based

on the best use of social media by a hotel to run its marketing campaign (Huang, 2018).

Moreover, it is benefiting its customers in sense that the hotel is adding to their

knowledge about various exciting places in the UK that they must visit if they are planning

to visit the country including seasonal events, cultural functions, spicy restaurants, and

speakeasy bars. In the same manner, the marketing campaign of the Park Plaza Hotels

and Resorts is helping its customers to have in-depth information regarding various

services of the company (Huang, 2018). They can either avail these services from the Park

Plaza Hotels and Resorts or they can use its rates and other such factors as a reference for

comparing with other hotels in the country that are offering similar services.

Support for the Promise

Park Plaza Hotels and Resorts is offering robust support for its promise through its direct

marketing campaign. The hotel provides magazines to its customers who stay in its

rooms. They can learn about various places in the UK that they must visit. In the same

manner, they can know about various services of the Park Plaza Hotels and Resorts in this

context along with the prices of these services. The customers can know about these

services and their prices and they can compare them with other hotels to choose that hotel

that best meets their needs and requirements (Gilliland, 2019).

Media Use

Park Plaza Hotels and Resorts is using paper media as well as digital media and social

media for its direct marketing campaign. The primary advantage of using paper media in

the form of magazine is that it attract old-school people who prefer to use this form of

media instead of using innovative and modern media channels. However, its major

limitation is that it is less influential in digital world and cannot target diverse customers.

On the other hand, the major advantage of using social media and digital media is that it

is helping Park Plaza Hotels and Resorts to attract local as well international

customers (Huang, 2018). However, the major disadvantage of this form of media is that

it can compromise confidential information of the company along with data breaches can

leak its customer data.

Tone Used

Park Plaza Hotels and Resorts is using rational tone in its direct marketing campaign. It is

attractive and targeting all age group people to visit the UK.

Message Format

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The message format of the direct marketing campaign of the Park Plaza Hotels and

Resorts is slice of life. It is inviting people to enjoy their life visiting lively places in the

UK (Gilliland, 2019)

My Opinion

In my opinion, ads can deliver significant portion of a message to its audience. However, I

think that videos can do a better job in this regard.

References

Gilliland, N. (2019, November 12). econsultancy.com. Retrieved from

www.econsultancy.com: https://econsultancy.com/seven-examples-of-hotel-content-

marketing-campaigns/

Huang, N. (2018, August 14). pegs.com. Retrieved from www.pegs.com:

https://www.pegs.com/blog/creative-multimedia-marketing-campaigns-to-inspire-

hotels/

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